Rowentawww.rowenta.comGerman appliance manufacturer Rowenta (www.rowenta.com) was looking to gain more US market- share for their line of professional quality irons. In addition to conventional print advertising in selected high-end media, a study was conducted in major US cities on the various interpretations of "casual dress" in the workplace. The results of this survey became the basis for a lively, entertaining and thought-provoking brochure that was distributed to "home" segment producers at major network and cable television outlets.

What's Your Business Casual Types?

The Rowenta survey reveals that only 12% of American companies continue to adhere to a traditional corporate dress code. The rest of the country overwhelmingly embraces business casual dress, which can be categorized into three distinct types: